Consumer psychology of the hottest sales packaging

  • Detail

It is well known that packaging has three main functions

1. Protection and accommodation functions. Packaged products can be protected from heavy pressure, vibration and impact

2. Convenient function. It is convenient for transportation, storage and sales

3. Sales function. Packaging can convey commodity information

an obvious tendency of modern commodity packaging design is to grasp consumers' psychology, meet consumers' preferences, meet consumers' needs, combine the protective function of commodity packaging with the image and advertising of commodities, and stimulate and guide consumers' emotions, which is most obvious in sales packaging. Although sales packaging also plays a role in protecting commodities, it is more important to beautify and publicize commodities, facilitate display and sales, and identify, purchase and carry consumers. Sales packaging is the integration of protective function and artistic beauty, and the creative combination of practicality and novelty. Successful sales packaging is the result of the resonance of producers' mentality, creators' mentality and buyers' demand psychology

the modernization of the market puts forward higher and higher requirements for commodity packaging. With the social progress, people's demand for consumer goods is not only to pursue material satisfaction, but also to get psychological satisfaction, and sales packaging is often directly related to whether it can meet people's psychological needs. In modern life, packaging has become an inseparable part of commodities, and many commodities are integrated with packaging, such as tea bags for making tea, spray devices for anti asthma drugs and perfume, which provide a convenient function from the psychological needs of buyers. Most customers receive external information through their eyes after repeated parameter hypothesis research. Faced with a wide range of goods for him to choose from, there are often many brands in the same variety. In this case, the packaging design of products often affects the psychological needs of customers and becomes an important factor in deciding to buy. It shows the special value of packaging design. In a psychological experiment, the same coffee was put into a modern electric coffee pot and an ancient coffee pot for the subjects to taste. The results show that the taste of coffee in ancient coffee pots is considered to be much better than that in modern coffee pots. It shows that the appearance of goods will affect customers' psychological decisions to a certain extent. As the saying goes, "goods buy a piece of skin". For packaging designers, it is necessary to understand the psychological effect of sales packaging on consumers

in a word, sales packaging mainly affects psychological needs from three aspects

1, attracting attention and inducing interest. Well designed sales packages often have a direct visual impact on the public. It is easy to attract the attention of the public and induce their interest, which is conducive to stimulating purchase desire and motivation. Purchasing psychology is generally divided into three stages: cognitive process, emotional process and decision-making process. Cognition starts from attention and is also the basis of the whole purchasing psychological process. Attention is divided into intentional attention and unintentional attention. The survey shows that 62.6% of the customers in China's supermarkets shop without a purchase plan, while 54.9% of the people in the country have this purchase habit. In their eyes, for most products, products are packaging, and packaging is products. That is, products. Packaging is the shadow of commodities. In the absence of reference information or in the case of roughly the same quality and price, unique packaging can attract consumers' attention and interest, and enter the range of consumers' choices, in which color is the first visual element of packaging. The customer's feeling about the goods is first color, then shape. And color is more attractive than shape. In the first 20 seconds when the customer touches the goods, the color sense is 80%, and the shape sense is 20%; Within 20 seconds to 3 minutes, the color sense is 60%, and the shape sense is 40%. The measurement shows that the time shoppers spend observing each product is about 0.25 seconds, which determines whether consumers will change from unintentional attention to intentional attention. Therefore, commodity packaging design must pay attention to "color" to attract people, and arouse association through stimulating vision, so as to affect people's evaluation of commodities and purchase behavior. Of course, the color of the packaging should be compatible with the use and characteristics of the commodity itself

2. Promote the cognition of commodities and form commodity images. Sales packaging through visual commodity graphics (graphics include patterns, paintings, photography and other types), control and data processing software with windows as the operation interface, or transparent and windowed packaging of some visible commodity objects, it is easier to generate a sense of trust and retain the image than general advertising. In one experiment, asparagus of the same quantity and quality was placed in a visible glass bottle and an invisible jar. Although the price of the former is higher than that of the latter, it sells better in the market than the latter. This shows that it is true and visible, but the market is better than the latter. This shows that the real and visible product image has a strong appeal. Therefore, graphics are generally indispensable in the design of sales packaging, and the part with the largest amount of information is graphics, followed by text. Graphics can also describe the functions of products concretely, figuratively, symbolically and associatively, making graphics a magnifying glass of commodity characteristics. Modern sales packaging integrates protection, performance and promise. Like trademarks, it is also a perceptual clue. In providing information, packaging is one of the foundations of product differentiation. When the quality of goods is not easy to distinguish from the product itself, people often make judgments based on packaging. It can not only explain the trademark, name and quality of products, introduce the special effects and uses of products, but also show the image characteristics of enterprises. Consumers can obtain relevant information about goods in a short time through packaging. Therefore, appropriately targeting the psychological needs of target customers and increasing the relevant information capacity can enhance the attractiveness of goods. The most commonly used information in packaging is: trademark, trade name, price, specification, flavor, storage need to know, address, etc

3. Meet social and psychological needs. The shape, material, graphics and words of sales packaging have a direct effect on the formation of public commodity images. This use is based on social psychology and mediated by association. Exquisite and gorgeous packaging will cause the association of high-end products, and simple and generous packaging is easy to arouse the feeling of economy. The Psychological Association in the design is also very subtle. For example, the rotatable sealing cap of grape wine bottle is much more convenient to open than the traditional cork cap, and it is also very convenient to reseal the cap with the rotatable cap. However, due to the influence of long-term historical tradition, people are used to connecting good wine with cork, and taking it as a different perceptual clue to distinguish precious wine from cheap wine. Another example is the vacuum plastic packaging of food, which makes people feel convenient and hygienic, the aluminum foil packaging of drugs, which makes people feel scientific and credible, and the body fitted packaging of hardware products, which makes people feel reliable. Therefore, as long as the shape and materials of the packaging conform to the social psychology of people who have launched their own solutions, such as DuPont, Bayer, BASF, Dow Chemical, Breyer, Shicheng, Xinle Huabao, etc., and appropriately show the characteristics of the goods, it can play a promotional effect. Exquisite and gorgeous commodity packaging can also stimulate the social needs of buyers, making them feel that they have improved their identity while owning commodities, thus reflecting the value-added function of commodity packaging

the above discusses the sales packaging and psychological needs from several aspects. As long as we grasp the psychology of consumers, cater to their preferences and meet their needs, sales packaging will certainly show its special value


Copyright © 2011 JIN SHI